A Little Controversy – Pentecostalism and Consumerism
We need to talk about Pentecostalism
PENTECOSTALISM IS IMPACTING OUR BEHAVIOUR AND ATTITUDES
We have been thinking about writing this blog for a while - our hesitation due to the concern it might be taken the wrong way
We created this blog as we believe in the impact big cultural narratives have on our attitudes and beliefs, and subsequently our consumer behaviour
Please do not take offence, however having said this, one of our core values is bravery, so here goes. . .
The Australian Prime Minister’s religious beliefs are being questioned by some, who believe his policy decisions are driven by his association with the Pentecostal Church. It is now part of the cultural narrative!!
PENTECOSTALISM IS NOT BAD, IN FACT IT IS GOOD FOR BUSINESSES
Did you know one of Australia’s most successful export brands is Hillsong? With a reported annual turnover globally of over $100 million dollars, they must be on to something
Christianity is on the decline in Australia, but Pentecostalism is seeing a rise in the younger generation
“Modern Pentecostal churches are actually very appealing to a wide demographic of young people – they have a very strong social element, and very dynamic and engaging services,” Professor Evans said. “They’re like going to a concert for young people.”
Associate Professor Ann Evans of The Australian National University’s School of Demography
Pentecostalism is good for consumerism and business
IT’S THE FASTEST GROWING RELIGIOUS DOMINATION IN THE WORLD
There are over 300 million devotees throughout the US, South America, Africa and some parts of Asia. When combined with Charismatic Christians, this number rises to well over 500 million believers
Pentecostalists believe in miracles and that those baptized by the Holy Spirit may receive supernatural gifts such as the ability to prophesy, to heal, or glossolalia – the power to ‘speak in tongues’
That evangelism is imbedded into their foundational beliefs helps to explain the movement’s rapid growth
A FOUNDATION OF PENTECOSTALISM LEADS TO FINANCIAL SUCCESS
Prosperity theology centres itself in the belief that God leads to financial success and material wealth - that those who believe become wealthy, and those who are wealthy are devout
It suggests a viewpoint that only those who contribute financially to the country should reap the rewards of lower taxation, echoing neo-liberal economic views to liberate people from reliance on the welfare state
In short, you cannot separate Pentecostalism from consumerism or capitalism!
There are two Christianity imprints on modern consumer culture, which drives mass brand adoption
First, the promise of self-transformation through faith: modern consumerism is not about hedonism, not about satisfying undisciplined appetites and desires; it is about achieving a transformation of self-hood, about becoming a better person, a more likeable person, a socially accepted person, or, more recently, one’s own self
And this transformation occurs through faith, for example through the irrational faith that mass-produced objects, which are used by millions of others, can aid in expressing one’s individuality
Second, the promise of modern consumerism is that of small scale, private transformation. Consumer goods will make you a little bit different, they will impart a small, hardly perceptible change on some very basic and mundane aspect of your private life – you will feel better when looking into the mirror or people will look at you differently
This is not about revolutionary transformation; it is about the kind of transformation of the private intimate self that Christianity has made its main promise from the outset
Source: Adam Arvidsson Christianity and Consumer Culture (doi: 10.2383/79479)
Sociologica (ISSN 1971-8853) Fascicolo 3, settembre-dicembre 2014
It is cool to be Pentecostal
PENTECOSTAL SELLS
We only need to look to global mega stars, Justine Bieber ft. Chance the Rapper who in less than a month racked up more than 50 million views for their Holy, Christian Song
Kayne West has incorporated religious themes into his albums and conducted Sunday Service performances. Whilst the Kardashians (pre and post divorce) have their own church and love to sing uplifting songs
While the gospel is shared through pop culture and modern marketing, the mainstream consumption of the spiritual messaging has opened the door to self-help courses, music, events and online communities designed to appeal to the self-actualized version of yourself
NOT ONLY COOL, BUT ALSO SEXY
Megan Fox, Denzel Washington, Marvin Gay and Duane Lee Chapman (yes, the Bounty Hunter) are all Pentecostal and have lived their lives as sexy and desirable stars
But there is a tension between being sexy but not acting on it as seen by the Jonas Brothers and Selma Gomez who are all well know for having purity rings
Our point here is that being a Pentecostal is alluring, it is aspirational, it promises financial and material success and whilst also promising desirability, it is Nirvana!
Some thought starters for you
1. REALISING MY INSPIRATIONAL SELF
How can your brand help people realize their inspirational self? Is it from your brand promise, is it your alignment to self-actualizing as we move out of protection mode and back into celebration mode
2. WE ALL WANT TO BELONG TO A TRIBE
We have said it before, but brands need to be developing tribes (as we are more isolated than ever before). These tribes allow people to feel valued by providing a sense of belonging
But remember you can’t appeal to everyone - so nurture the ones you do appeal to, to drive further growth
3. BRANDS ARE GODS AND WE LOOK TO THEM
In the 90s God was the DJ, followed by sports stars and then celebrities, then influencers …. now we are looking for God in brands that embody our sense of financial and emotional success
Brands are the gods! Celebrate your brand, have a point of view!
4. STRONG SOCIAL PRESENCE
Nothing new or surprising, but social media continues to drive engagement. It’s your job to stand out, make a statement, be controversial, talk to material and financial success
After all, they are primary human drivers
5. A CLEVER DITTY IS ENGAGING
Yes, it is old-school, but it still works - people are engaged by catchy tunes. It is what drives people to Hillsong
What is your theme song? What’s your Spotify song?
Think about how your brand sounds to your audience, then exploit it
6. ASPIRATIONAL EXPANSIONS
Continue to think beyond your core products and services. Can you align with other like-minded brands to create unique and engaging content, limited edition merchandise or experiences that excite and unite your audiences?
Get creative!
Brands getting it right
Apple
There’s no debate that the leader in tech is more than just a computer manufacturer.
They’ve grown a cult-like following that refuse to stray from the Apple brand name. From smart phones to computers, headphones, watches and beyond. The genius bar along with excellent customer service put them a step above.
Culture Kings
Pairing rap music, basketball, street-wear and athletic apparel, Culture Kings have created a youth of loyal shoppers as well as an evolution base to transform into many different markets.
Step into one of their stores and you’ll know Culture Kings is not a shop, it’s a way of life.
Slurpee
The 7-Eleven exclusive Slurpee brand originated in 1966 and hasn’t slowed down since.
To stand the test of time new promotional incentives such as 7-Eleven day, the day you drink Slurpees, has kept the brand fresh.
Nike
Similarly, Nike have championed a brand that is inclusive of all kinds of athletes.
Whether you’re just starting out on your fitness journey or a basketball fanatic, the Nike “Just do it” tagline has evolved into run clubs, fitness apps and immersive in-store experiences.
Chobani
Calling all Cho-fans! This brand is more than a simple yoghurt.
Boasting a loyal global fan base, Chobani prove that any brand in any category can be aspirational.
They are constantly innovating and looking beyond their core yogurt range to become a lifestyle brand
McDonald’s
Who hasn’t heard of the golden arches? McDonald’s are a family brand that created a community of loyalists, from the late-night snacker to Happy Meals for the kids and McCafe for mum. The Ronald McDonald House is also a successful charity that directly improves the health and wellbeing of children, appealing to our altruistic side.
